Siebel, IBM, Accenture Lead CRM Brands

While many companies put a lot of cash behind CRM branding campaigns, a short list of top-tier CRM software and CRM services companies led by Siebel Systems, IBM Global Services and Accenture are getting top brand recognition, according to findings in a study released today.

The study found that those three companies led a crowded field of CRM players in the category of unaided brand awareness in providing CRM services. In addition, the study found that almost half of the respondents could not name a single provider of CRM Services.

The study, titled Customer Relationship Management Service: Understanding Brand Awareness and Positioning in the CRM Services Market, captured the results of a survey of 400 key decision makes from Fortune 1000 companies and government agencies. The Information Technology Services Marketing Association, a research and consulting firm targeting the high tech industry, conducted the study.

Julie Schwartz, ITSMA's vice president of research, said that half of the executives who responded could not specifically identify a firm that provided CRM services. "Decision makers clearly identified Siebel, Oracle, PeopleSoft and SAP as the top providers of CRM software, But when it comes to identifying specific firms that provide CRM services, half the respondents couldn't even name a single provider," says Schwartz.

"Since the CRM services market is so vast, the potential for effective marketing to lead to increased mind share is huge," she says.

In the category of unaided awareness of CRM services firms, IBM Global Services led the pack capturing 12 percent of the share. Accenture and Siebel Systems tied for second-place with nine percent of the unaided awareness. Pricewaterhouse Coopers, Deloitte Consulting, each with seven percent and KPMG Consulting with six percent followed them. Another 12 companies brought up the rear.

In the category of CRM software firm with the highest unaided awareness, Siebel Systems took the helm with 37 percent followed by Oracle with 14 percent; SAP garnered 13 percent and PeopleSoft had11 percent. At least 20 other companies followed with single digit percentages.

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